Below-the-line

The attribute below-the-line ( English for under the line , abbreviated BTL ) is used in marketing for all so-called “non-classic” advertising and communication measures. This is in contrast to the above-the-line measures.

The origin of the name is unclear. According to one explanation, it comes from the image of the waterline of a ship: Everything above it (the "classic" advertising) is easily recognizable for everyone, what is below mainly only for those specifically advertised. The attempt is therefore made to address the target groups directly and personally using unconventional communication channels and measures. That is why below-the-line communication is usually not perceived directly by consumers as an advertising measure. According to another explanation, the budget for classic advertising measures (ATL) is often planned first in communication campaigns. What remains on the bottom line - "below the line" - can then be used for non-classic BTL measures.

Expressions

• Sales promotion (promotions)
• public relation
• Ambient media
• Sponsorship
• any form of direct marketing
• Customer loyalty (e.g. bonus programs, customer clubs)
• Sweepstakes
• Sampling and cooperation sampling (distribution of product samples)
• Product placement
• Event marketing
• Mobile Marketing and Bluetooth Marketing
• personal sale
• Ambush Marketing
• Social Media Marketing / Viral Marketing / Buzz Marketing
• Guerilla marketing
• Search engine optimization
• editorial contributions (e.g. in print media)

Below-the-line advertising is generally considered to be more direct, personal and target group-specific. The contact between the advertiser and the person being advertised is closer, and there is usually far better feedback on the success of the measures, both overall and in relation to the individual.

literature

• Franz-Rudolf Esch : Strategy and Technology of Brand Management. 5th edition, Verlag Vahlen, Munich 2008.
• Franz-Rudolf Esch, Kai Harald Krieger, Kristina Strödter: Breaking through the familiar through below-the-line communication. In: M. Bruhn / F.-R. Esch / T. Langner (Hrsg.): Handbook Communication: Basics, innovative approaches, practical implementations. Gabler Verlag, Wiesbaden 2009, pp. 85-106.